Good web design will get attention, but it’s the words on the screen that keep people interested. Good website copy is about guiding people through a brand experience, one line at a time.
At Yellowball, we’ve worked with everyone from creative entrepreneurs to large aviation brands, and we’ve learned that great web content writing always starts with clarity. If a visitor can’t tell who you are, what you do, or why it matters within a few seconds, you’ve already lost them.
Let’s break down what it takes to write website copy that connects, engages and converts—without sounding like everyone else.
What is Website Copywriting?
Website copywriting is where words pull their weight. It’s the stuff that lives on your homepage, your about page, your product page.
It tells visitors what you do without droning on, why it matters without the fluff, and what to do next without shouting. Writing shapes tone, guides decisions, and brings a brand to life.
If your website design sets the stage, the copy’s the conversation. When good web copywriting is done right, you don’t notice it’s working. You just feel it. Here’s how to write content for a website – the right way.
Start with What Matters Most
When you’re thinking about how to write content for a website redesign or a new WordPress website, start by planning one core goal for each page. Whether it’s getting someone to book a service, buy a product, or read more about what you do, your copy should guide them toward making this conversion.
Take the homepage we created for Ballet With Isabella. The hero headline, “Bringing you the best ballet training online & in studio,” does three things at once: it tells you what consumers get, it positions them as experts, and it sets the tone. There’s no fluff, just a clear message that speaks directly to the audience—ballet students who want flexible, expert-led training.
Your first few lines are precious. Don’t waste them trying to sound clever. Focus on being clear.
Know Who You’re Talking To
If you try to speak to everyone, you won’t connect with anyone. Every business has a core audience, and the best website copy sounds like it was written just for them.
Start by answering a few key questions:
- What problem is the user trying to solve?
- What questions might they have at this stage?
- How do they talk about their needs?
For Faith Ibiza, a boutique hospitality brand, we knew the audience was high-end travellers seeking premium, unique experiences. So the copy mirrors that tone. Instead of pushing rooms or deals, it tells visitors that “We’re the Ibiza Experts” and we offer “exceptional island knowledge to ensure your stay in Ibiza is unforgettable”. This connects with this audience’s willingness to spend what it takes to get an experience like no other without having to sort out any of the details. User-first copy focuses on what matters to people and connects on an emotional level.
Avoid the “We Do Everything” Trap
One of the most common mistakes we see in web content writing is vague, overstuffed service and landing pages. If your copy reads like a laundry list, it’s probably just as exciting to read – and it certainly doesn’t tell your audience much.
Instead, group services into clear categories and add a short explanation for each, making your landing pages optimised for both interest and conversions. Speak to outcomes, not just tasks. What will this service help someone achieve?
For example, when we worked with AirX, the focus wasn’t really on aircraft, charter routes or flights. It was about precision, privacy, and unmatched service, making the case for why AirX was the right partner for luxury travel.
Use Headlines That Guide, Not Confuse
Your headlines should work even if someone never reads the paragraph underneath. Treat them as signposts, not slogans.
Break long pages into scannable sections. Use subheadings to help people find what they need. If a user is in a rush, good headlines will give them the gist. If they want detail, the body copy is there.
We often use this tactic on high-conversion landing pages. For a services client, you can use a structure like:
- “What We Do”
- “Who We Help”
- “Why Clients Choose Us”
- “Ready to Talk?”
It feels conversational. It flows. And it sets expectations.
Don’t Be Afraid to Sound Human
The internet is full of brands that sound like corporate robots, especially where website SEO copywriting has been a priority. But real people buy from real people. Your tone of voice doesn’t need to be quirky or over-the-top—just consistent and human.
When you’re thinking about how to write good website copy, ask yourself: Would I say this out loud?
Instead of: “We facilitate end-to-end digital transformation across multiple verticals.” Try: “We help businesses go digital, from first idea to full launch.”
It’s fine to be polished. But if your website sounds like a job application or a whirlwind of jargon, you’re doing it wrong.
Prioritise Action (Not Just Information)
One of our best tips for writing for the web is that every page should move the user one step closer to a decision. That means clear calls to action (CTAs), placed where they make sense, designed to improve your conversion rate.
A good CTA doesn’t shout “BUY NOW” unless the user is ready to buy. Instead, guide them to the next logical step to optimise lead capture:
- Learn more
- See our work
- Book a consultation
- Try it free
Use action verbs, but stay true to your tone. And test placements—sometimes the best-performing CTAs aren’t where you expect them!
Balance SEO With UX
Yes, search engines matter. But never write for algorithms at the expense of real people. SEO-friendly website copywriting can still be engaging—it just takes a bit more thought.
Start with the right structure: each page should have a clear topic, H1 tag, and supporting headers. Use keywords naturally. Don’t stuff them into every sentence.
On projects like Yellowball’s own SEO service page, we combine keyword alignment with natural, benefit-led messaging. You’ll find terms like “SEO agency in London,” but also lines like “SEO shouldn’t be a mystery—we make it measurable.”
When someone lands on the page, they should feel like they’ve come to the right place.
Use Social Proof Sparingly, But Strategically
A few well-placed client logos, testimonials, or results can go a long way. But they need to support the narrative, not interrupt it.
Put social proof where doubt might creep in. Near the contact form. After a service explanation. On your homepage, but below the fold.
Yellowball’s work with SMMT is a great example of how to incorporate social proof. Instead of crowding the homepage with logos, the copy leads with strong, direct messaging that highlights the brand’s value.
Social proof is introduced subtly—through concise case study references, performance-led stats, and carefully selected quotes below the fold. This means the visitor is introduced to your brand first and proof second, so your authority is backed up at the right moment in their journey. The result? A sense of credibility that feels earned, not forced.
Write Web Copy for Mobile First
Even the best copy falls flat if it’s unreadable on a phone, so a mobile-first approach to web copy is a good idea. Short paragraphs. Clear buttons. Snappy subheadings. Your mobile user might be on the go, scanning for one piece of information. Make it easy.
This is especially important for PPC landing pages, where your visitor has clicked through from an ad and wants to immediately see that they are at the right place and take action in seconds, all while on the go.
We always review site copy on both desktop and mobile before handover. It’s a non-negotiable.
Get to the Point (and Then Stop)
Don’t over-explain. You’re not writing a blog post on every page. Homepages, service pages and about pages should be tight, structured, and edited with care. This way, you’ll get your information across quickly and clearly without getting penalised for thin content.
Here’s a quick rule of thumb:
- Homepage: 300–500 words max
- Service pages: 500–800 words
- About page: 400–600 words, ideally broken into sections
If something deserves more detail, link to a case study or blog.
Review, Test, Refine
Website copy isn’t a one-and-done task. Once your site is live, track what people are doing. Use heatmaps, scroll depth, bounce rates. Are they clicking? Reading? Converting?
Small changes—even a new headline or button text—can shift results. We often revisit copy after launch to tweak underperforming sections.
If you’re writing your own copy, don’t be afraid to get feedback. Read it aloud. Ask a friend to skim it. What did they take away in 10 seconds?
The Yellowball Website Copywriting Strategy
We don’t believe in guesswork. Every word on our websites is written with purpose, shaped by research, refined through collaboration, and tested for real-world use.
When we worked on the AirX project, the brief was clear: create a digital home for a high-calibre brand, without losing the warmth of human connection. The result? Sleek, minimal copy that felt premium yet personal. The booking journey was intuitive, the language was precise, and every section led to action.
It’s that balance of strategy, creativity and clarity that we bring to every client.
Speak to the Specialists in Website SEO Copywriting that Wows
So, when you think about how to write your website copy, don’t get stuck on fancy language or piling in as many keywords as possible.
What you actually need is clarity, structure, and empathy.
Start with your user. Speak in their language. Show them what’s possible, and make it easy to take the next step.Want to sharpen your message and improve your rankings? Get in touch now so we can get the ball rolling, crafting website copy that Google and your audience loves.
